At the request of
I was asked to talk about the specifics of sales in online stores, but the topic is actually much broader.
Right now, we are dealing with a flattening of the world, where every consumer can access a vast number of suppliers at once. In such a world, it’s impossible to conduct sales at all. For example, my former classmate doesn’t quite understand what my role as a sales builder should be, and whether I’m on a train that no longer has a locomotive.
Recently, I encountered a similar situation. A local internet provider is trying to compete both with another local provider like itself and with the telecom giants. They are all laying fiber optics.
It is believed that in this case, the customer chooses what is simply more convenient for them, such as the best price. In reality, things are a bit deeper and not so straightforward. For example, when buying computer components, a buyer is more likely to purchase everything in one place rather than in five different ones, and this convenience is often prioritized over price or minor differences in the technical specifications of the selected components.
Additionally, the issue of reputation is extremely important. In a flat world, reputation is highly accessible for evaluation. Forums, user reviews, and so on speak volumes. So far, marketers haven’t resorted to trolling competitors on social media, and online PR is still too crude to be easily taken at face value.
Recently, I was looking for a battery for my mother-in-law. I was mainly interested in the possibility of having it delivered on a weekend at 7 PM. I chose the first online store that met my requirements. The price didn’t matter, as long as it was reasonable (within +/- 10% of the cost).
All these examples suggest that the world can never be completely flat. Additionally, it’s important to note that the idea of a flat market is only relevant when consumers know everything about a product and have a clear need for it. Ah! This is where we find what we can actually manage.
We are capable of managing consumer awareness. How can we do this? As I mentioned before. Learn. others. Share recipes Be active online, share interesting stories about your business, and so on. In a flat world, you won’t be able to build competitive advantages by drowning others in advertising or simply gaining market share. You need to build your audience—people who will recommend you to others. Ask your customers to write reviews about the products they’ve purchased on their blogs and Facebook. Don’t be shy about it.
Your chance to attract more customers than the neighboring online store lies in the fact that consumers learn about your product from you. They see you as the expert and, therefore, trust you. Of course, this is true when prices are equal or not significantly different. Additionally, the store’s interface needs to be user-friendly and functional, allowing for side-by-side comparisons of models and easy selection based on various parameters, rather than just model and price, etc. If I go to a plumbing supply store, I want to choose based on shape, style, color, brand, and so on. In a building materials store, it’s simpler, although even cement comes in different grades, brands, and packaging. Furthermore, in online retail, SEO is extremely important. To achieve this, you need to write unique articles and content, meaning you should constantly fill your website with information.
Also, look for advantages in your situation. Develop a philosophy. restrictions To ensure that your fans love you not just for what you have, but also for what you definitely don’t have. For example, you will never have Chinese products. Or, on the contrary — only Chinese ones. Decide for yourself.
Try to act locally. Create an online store for a specific, narrow segment. A construction service—only for foremen. Pizza delivery—only for residents of a neighborhood (you set limitations so that delivery can be organized within 15 minutes by bike—regardless of traffic). AND SELL that limitation!!
Always ask yourself the question, “What makes me better than others?” Finding an answer can be tough. Instead, try asking, “How am I different from others?” Cultivate What sets you apart. Take pride in it. Live with it. Girls choose guys who are not necessarily the strongest, smartest, or richest, but the most unique. Woody Allen has just as much chance of reproducing as Bill Gates.
And finally, don’t limit yourself to online sales. Expand your client base through referrals and connections. Focus on key influencers. For construction materials? Target foremen and designers. For high-end audio equipment—reach out to well-known audiophiles and fan clubs, and so on.
You’ll never win by thinking, “I’ve launched my online store, and now I’ll just wait for the calls to come in.” Yeah, right.